In todays digital marketing world e-commerce skills are a blessing to any business, especially when it comes to e-commerce marketing. From knowing how to use pay-per-click (PPC) advertising, maximising search engine optimisation (SEO), to writing a good old-fashioned blog. E-commerce marketing is broad and complex therefore the more you know the better it is for business.
Here are 7 e-commerce skills that will help your e-commerce marketing succeed.
1. Remember, content is King
The ability to write is, essentially, the ability to communicate online. Every e-commerce product description, every blog post, every how-to article, every about us page requires writing that incites an action. Done well, writing will help drive your e-commerce marketing.
2. Google Analytics
One of the biggest keys to successful marketing is being able to analyse data and adjust your campaign accordingly. Google analytics enables real time feedback. Knowing how to interpret data to make better marketing decisions is invaluable. The ability to consider facts and understand the implications of statistics is incredibly important for modern e-commerce marketing.
3. Website Design
Good website design is an e-commerce fundamental. The way an ad, an article, or even a product detail page looks can have a significant impact on how the marketing message or even the product is perceived. How your site, your ads, and your brand materials look matters for e-commerce success.
The ability to write code can be a huge advantage for marketers. Even if it’s just the basics of HTML and CSS, this puts you a step ahead of many in the game. A huge portion of digital marketing jobs require at least some technical expertise or basic understanding.
5. Email Marketing
Email marketing is nothing revolutionary but it works. It’s a great way to reach your customers. You already know they like your product as they’ve given you their details. Knowing how to create an effective email campaign is one of the best things you can do for any business.
6. Marketing Automation
Following on from the above, being able to manage your campaigns via a platform such as MailChimp can have a huge impact on your marketing success. Automation systems can reduce marketing expenses, increase conversion rates, boost average order value, and also benefit the customer (as long as you’re doing it right). The key is not to spam your customers, but send them things of interest or incentives to order.
7. Search Engine Optimisation
One of the greatest e-commerce skills you can master is the ability to optimise your website. The best way to do this is to understand how Google’s algorithms work. This is no mean feat, especially as they are changing every other day. The idea is that if Google and other search engines can easily find and catalogue what is on your page, it can more easily list your site on the appropriate results pages.
Google is smart, so it is a waste of time filling your website with irrelevant content or packing it with keywords. Keeping content clear, digestible and relevant is the best way forward. If your site is easier to find, probability is that your business success will increase.